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Chewing gum has entered an exciting new arena, attracting a wider range of consumers who are seeking more than just minty fresh breath. FoodBev explores how the category has evolved, influenced by broader food and beverage industry trends, and offers insights for confectionery innovators.

Functional gum – chewing gum that offers certain health and wellbeing benefits – is on the rise. The concept overall is not new; some of the most common and longstanding functional gums include those used for nicotine withdrawal and smoking cessation, while many chewing gum brands promote the dental and oral health benefits of their sugar-free varieties.

Mintel’s 2024 UK Sugar Gum and Confectionery report indicates that while consumer efforts to eat healthily have led to a decrease in the volume sales of traditional sugar-laden confectionery, chewing gum has an opportunity to attract consumers by highlighting its health credentials.

The report found that 62% of consumers surveyed are interested in a wider range of chewing gum products with dental health benefits, and 67% of parents with children under 18 would be encouraged to give chewing gum to their children if such benefits were emphasised.

But the category is expanding beyond oral health, with increasing demand for gums fortified with vitamins and offering benefits such as enhanced energy and immune support. Mintel’s research highlights this trend.

In response, Mars revamped its Orbit, Extra, Freedent and Yida brands in January, introducing a new global brand platform: ‘Chew You Good’. This initiative aims to reposition the food giant’s gums as ‘everyday essentials,’ with a focus on holistic well-being.

Good for the gut

Over the past few years, innovation in the chewing gum space has targeted a wide range of wellbeing areas. Gut health and immunity continue to be of strong interest, with probiotic, prebiotic and postbiotic ingredients gaining popularity within the functional foods space.

At Vitafoods Europe 2024, held in Geneva, Switzerland earlier this year, ADM introduced a ‘Fit Chewing Gum’ concept featuring its Bifidobacterium animalis (BPL1) postbiotic ingredient. ADM’s functional gum offers an innovative alternative to more traditional postbiotic supplement formats, such as capsules and gummies, which are also gaining traction in the functional food and beverage space.

The BPL1 solution specifically targets metabolic health – ADM’s clinical studies have demonstrated reductions in total visceral fat and waist circumference when consumed over a 12-week period.

Sugar-free gum

While ADM’s concept leverages postbiotics to support metabolic health, other chewing gum products on the market focus on benefits such as reducing cravings for sweet, sugary foods. Research from the University of Washington indicates that the average American consumes approximately three to six times the recommended daily amount of sugar.

As a result, products designed to help consumers reduce their sugar intake continue to gain popularity. This trend is not surprising given the unprecedented demand for GLP-1 drugs like Ozempic, which highlights the global interest in medical and dietary aids for weight loss.

Sweet Victory, a food-tech start-up founded in Israel by Shimrit Lev and Gitit Lahav, has developed a chewing gum aimed at combating sugar cravings by blocking the sweet taste of tempting foods. The company claims, for instance, that consuming chocolate shortly after chewing its gum will result in a taste more like plain butter rather than the sweet, creamy flavour that chocolate enthusiasts desire.

Its power lies in its active ingredient, which comes from the Gymnema sylvestre plant. The plant contains gymnemic acid molecules, which have been reported to fill the same receptors on the taste buds as glucose molecules and reduce the perception of sweetness inside the mouth once sugar is consumed, helping to eliminate cravings.

Mental health and wellbeing

While gums like Sweet Victory focus on physical health, another group of functional chewing gums concentrates on mental wellbeing. This category is attracting attention from today’s stressed, anxious and time-constrained consumers. Overall, the functional food sector is experiencing a significant shift towards products that provide cognitive benefits to support hectic modern lifestyles.

Nootropic foods – those believed to enhance brain function – have become a major focus in the functional foods sector in recent years, appearing in a wide range of edible and drinkable formats. Chewing gum is no exception to this trend.

Brands such as NeuroGum and Blockhead were early innovators in this space. Last year, Australian start-up MindGum launched with the goal of helping consumers ‘get more’ out of their day. Their chewing gum features a blend of ‘cognitive enhancers,’ including 60mg of caffeine per two-piece serving, along with vitamins B6, B12, B9 and D3, aimed at improving focus, energy and mood.

Additionally, Focus Gum, also recently launched in Australia, contains 80mg of caffeine per piece. It is claimed to begin absorbing within five minutes of chewing, providing a quick and convenient energy boost as an alternative to energy drinks and sugary snacks.

With the growing demand for multifunctional, all-in-one solutions to various health challenges and the need for convenience in today’s fast-paced world, the appeal of functional chewing gum products is more evident that ever before.

Trends in the functional food and beverage space, such as the rise of nootropic mushrooms and other ‘medicinal’ foods, have become common in categories like gummy supplements. Just as the gummy format has evolved beyond sweet confectionery, chewing gum is now undergoing its own ‘health hacking’ makeover.

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